Ruth Pogacar

My research explores the influences of language on consumers, and how subtle linguistic cues alter marketing outcomes. For instance, how brand name linguistics affect consumers’ evaluations and choices, and how this correlates with brand performance. I am also interested in consumer welfare, for instance how marketers and policy makers can help people achieve positive outcomes, and the benefits for business in doing so. My goal is to understand the language and ethics of marketing to improve consumer experiences and business outcomes.